LEGO Group officially announced on June 2, 2025, the launch of a new construction set from the Icons line, featuring a detailed replica of Banguela, the iconic dragon from the Como Treinar or Seu Dragão franchise. The release was strategically timed to coincide with the great anticipation surrounding the live-action remake of the film, which is scheduled for release on June 13th.
The new kit, made up of 784 pieces, was designed specifically for adults, with an age recommendation of 18 years and above. Pre-orders are now available through the brand’s official channels, with shipments scheduled to begin from July 1st, allowing fans to have the model in their hands right after the feature film premieres in theaters.
Priced at US$69.99, the set seeks to appeal to both seasoned collectors and new admirers of the saga, offering a display piece that captures the essence of the Fúria character from Noite. The initiative reinforces LEGO’s strategy of capitalizing on the enthusiasm generated by major cinematic releases.
Details and features of the new Icons set
The LEGO Icons model of Banguela was developed with a high level of fidelity to the original character, seeking to replicate his most striking characteristics. Standing over 16 inches tall, the figure is fully articulated, allowing builders to position it in a variety of dynamic poses, recreating memorable scenes from the franchise. Narrative crucial Detalhes, such as Hiccup’s saddle and repaired tail fin, were included to ensure authenticity and deepen the connection to the story. The set also comes with accessories that enrich display options, including fish for the dragon and a plasma blast accessory representing its signature attack. The complexity of the construction, with its 784 pieces, promises a challenging and rewarding experience for adult fans.
Synchronized with the premiere of the live-action film
The launch of the Banguela set by LEGO is not a coincidence. The Danish company is taking advantage of the great interest generated by the live-action remake of Como Treinar or Seu Dragão, produced by Universal and directed by Dean DeBlois, the same director of the original animated trilogy. The film’s release, scheduled for June 13, 2025, promises to rekindle fans’ passion for the saga of Hiccup and his dragon in the Viking world of Berk.
By making the set available for pre-order before its debut and beginning shipping shortly thereafter, LEGO positions the product as an essential promotional item, turning public excitement into an opportunity for tangible engagement. The strategy aims to maximize visibility and sales by taking advantage of the peak of interest during the film’s marketing campaign, a tactic the company has already used successfully in other partnerships with cinema franchises.
Availability and pre-sale information
Those interested in purchasing the new Banguela kit can now pre-order on the official LEGO website and at selected retailers. The $69.99 price tag positions it as a mid-range collectible, accessible to a broad consumer base.
Global distribution will begin on July 1, 2025, when the product will also be available in physical LEGO stores and major retail chains such as Amazon and Walmart, ensuring that fans in different regions can purchase it.
Market strategy and positioning of Lego
This launch reinforces LEGO’s successful strategy of creating licensed products tied to major pop culture properties. Assim As with the Star Wars and Harry Potter lines, the company is betting on the strength of an already consolidated fan base to boost sales.
The focus on the adult audience, with the age recommendation of 18+, reflects a growing trend in the collectibles market. Cada More and more adults are looking to LEGO sets as a form of hobby and a way to connect with their favorite franchises.
The Banguela model fits perfectly into this niche, offering an assembly challenge and a final result that functions as a decorative piece. The combination of authentic design, competitive pricing and strategic timing consolidates LEGO’s position in the toys and collectibles market.
Other releases and the Lego Insiders program
The Banguela set joins a diverse portfolio of LEGO releases for 2025, which includes kits such as children’s character Bluey and a replica of the Nintendo Gameboy console, demonstrating the brand’s ability to cater to different audiences and interests.
To enhance the shopping experience, LEGO encourages participation in its loyalty program, LEGO Insiders. Membership is free and offers exclusive benefits to members.
Perks include early access to new releases, special discounts and gifts with eligible purchases, such as a Simpsons living room set.
Additionally, members accumulate points that can be exchanged for rewards, such as tickets to LEGOLAND parks. Estudantes can also obtain additional discounts through the Student Beans platform.
Fan engagement initiatives
LEGO continues to invest in initiatives that strengthen ties with its community. Para the younger audience, the company offers free printed magazines, sent quarterly to children aged 5 to 9, full of activities, comics and posters.
Another service valued by consumers is parts replacement, which allows lost or damaged components to be requested free of charge, ensuring that no set is left incomplete. The brand also sells individual pieces to encourage creativity and personalized constructions.
The legacy of the franchise Como train your dragon
Released in 2010, the animated trilogy of Como Treinar or Seu Dragão became a global phenomenon, grossing more than US$1.6 billion at the worldwide box office. The story of friendship between the young Viking Hiccup and the dragon Banguela captivated audiences of all ages, generating a franchise that expanded into books, television series and a wide range of products. LEGO’s new kit celebrates this enduring legacy, offering fans a nostalgic and fresh way to interact with one of their most beloved characters.
